Loaded: The Short Film

A bite-sized detective thriller, starring a cast of talking fries, to launch McDonalds’ new loaded fries product. Fans were invited to shape the plot, which was released on Facebook in 5 parts. The best fan suggestions were shot and cut into the film every 3 days for 2 weeks.

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To build hype and encourage engagement, social channels were taken over by film noir detective branding, alongside 'Loaded' quotes and reviews.

Contributors earned official writing credits, and the film played at Tropfest, the world's biggest short film festival event, to over 80,000 film fans, and judged by a panel of stars including Mel Gibson.